Aviation customers’ journey, who cares? Managing customer experiences with customer relationship management strategy: Insight into Nigerian customers’ perspectives

Andy Fred Wali and N. Gladson Nwokah

Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 2, 123-135

Abstract: This qualitative paper investigates Nigeria Air passengers’ experiences and how their experiences can be improved with customer relationship management initiatives for enhanced customer satisfaction and business competitiveness. Focus group interviews and unsynchronized email interviews were employed to collect data from respondents and the thematic template analysis technique with NVivo-Pro version 11 was used for data analysis. The study revealed that the following emerging themes – tripartite collaboration, customer focus, customer sensitization and solicitation of customer experience feedback – were key for wining customers’ trust and enhancing customer satisfaction, and presents opportunities for effective market competition.

Date: 2017
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DOI: 10.1080/21639159.2017.1283795

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